Measurement Procedures

Outdoor Advertising

Outdoor advertising circulations are calculated as the number of people aged 5+ with a reasonable opportunity to see an advertising face during a 24-hour day.

Vehicular traffic counts, most often conducted by municipalities and road authorities, are attributed to specific outdoor advertising faces based on COMB-approved distance visibility criteria, and a stringent methodology sanctioned by COMB’s Research Committee.

All traffic counts are adjusted using statistically-reliable local variation factors, to represent traffic volume on an average day of the year.

Outdoor circulations account for:

  • The average number of passengers travelling in a vehicle. This data is sourced from Transport Canada’s Canadian Vehicle Use Study and then indexed by COMB to produce provincial/market figures.
  • Illumination of the advertising face whereby circulations are discounted when faces are not lit 24 hours a day.
  • Pedestrian traffic volume for select advertising faces as determined through in-field count programs. These volumes are adjusted with statistically-reliable local variation factors to represent volume on an average day of the year.

Indoor or Place-Based Advertising

Indoor advertising circulations are calculated as the number of people aged 18+ with a reasonable opportunity to see an advertising face over a 7-day period.

Pedestrian traffic counts, conducted by trained COMB Auditors or professional research organizations at a representative sample of establishments for each media type, are attributed to indoor advertising faces based on COMB-approved distance visibility criteria, and a stringent methodology sanctioned by COMB’s Research Committee.

When indoor advertising is located in contained areas such as change rooms and washrooms, the COMB-approved methodology allows only for pedestrians entering the contained area as measured through COMB-approved in-field count programs.

COMB’s methodology includes the use of statistically-reliable expansion factors to convert raw pedestrian counts to reliable one-week circulations.


Outdoor Digital and Trio Advertising

Circulations are calculated using the same methodologies that apply to Outdoor products as described above - Circulations are based on per face not per advertisement.  Average circulations that include outdoor digital and trio products are identified in the COMB Data Report.


 

COMB members can learn more about COMB's measurement methodologies through COMB School webinars (which are free of charge) and in the Methodologies section of our website's secured Members' Area.

COMB Measures

“In a time when measurement across media can lack transparency, our agency team believes strongly in the peace of mind and accuracy provided by COMB for out-of-home products. We believe that COMB members can leverage strong value from their world-class auditing methods.”

Sheri Metcalfe Senior VP,
Co-Managing Director, Jungle-Media

Outdoor Media

For list of OOH media measured by COMB see below.

For a list of OOH companies and the specific products measured for each company please click here.

Murals
Murals

Posters
Horizontal
Square
Vertical

Backlit Posters
Airport Backlit
Horizontal Backlit
Vertical Backlit

Outdoor Digital
Digital Column
Digital Horizontal Poster
Digital Series 10
Digital Series 12
Digital Series 14
Digital Street Ad
Digital Street Poster
Digital Transit Shelter
Digital Vertical Poster
Digital Spectacular
Digital Vertical Spectacular
Outdoor Digital Video Display

Superboards
Series 10
Series 14
Spectacular
Vertical Spectacular

Street Furniture
Automatic Public Toilets
Kiosk
Map Stand
Mediacolumn
Mega Column
Signature Column
Street Ad
Street Column
Street Poster
Supershelter
Transit Shelter

Indoor Media

Arena, Cinema, RestoBar, College-University, Women
Backlit
Banner
Big Banner
Big Backlit
Classic
Mural
OnScreen
Rinkboard
Wallboard